國中學生女性影像解讀傾向之研究
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2006
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Abstract
本研究之目的在於分析電視廣告女性角色的呈現與類型，並瞭解國中男、女學生對廣告女性角色之解讀型態與差異，以及國中男、女學生解讀廣告女性角色觀點及其差異，最後探討國中男、女學生解讀型態因素中廣告傳遞的訊息與批判觀點之關聯性。研究樣本取自台北市某國中八年級學生八個班級。研究工具為電視廣告、訪談大綱以及問卷量表，以訪談及調查方式進行資料收集，並運用內容分析法與訪談法進行質的分析，以及運用SPSS PC+12.0版統計軟體，進行單因子變異數分析與皮爾森積差相關。本研究的主要研究結果如下：
一、女性角色的呈現包括「掌握能力的新女性形象」、「崇尚物質、美麗至上的新女性形象」、「野蠻女友的新女性形象」、「骨感美的新女性形象」、「專業負責的新女性形象」、「工作能力佳的新女性形象」、「掌握移動能力的新女性形象」、「完美女超人的新女性形象」。
二、女性角色的類型中，四支廣告皆屬於「外貌角色」，廣告編號01、03、04均屬於「智能角色」，廣告編號01、02、03均屬於「主從角色」。
三、男、女學生在解讀型態上有顯著差異，顯示出男學生對於「女性特質與外表」、「女性權力角色」、「女性職業角色」與「女性商品代言」之刻板印象較女學生高。
四、男學生解讀廣告女性角色觀點之刻板印象高於女學生。
五、廣告編號02、03之解讀型態因素達顯著相關，廣告編號01、04未達顯著相關。
本研究最後並根據研究發現與研究限制，對國中學生女性影像解讀傾向之發展與未來的相關研究，提出具體建議。
There are four purposes of this study. First, analyze the presentations and types of female roles of advertisements on TV. Second, comprehense the reading types and differences in reading female roles of ad between boys and girls of junior high school. Third, inquire the viewpoints and differences in reading female roles of ad between boys and girls. Finally, inquire correlation between the messages that advertisements convey and critical viewpoints. The study objects are 8 classes of eight grades in X junior high school in Taipei city. The study tools are ad on TV, an interview outline and questionnaire. The study uses content analysis and interviews as quality analysis, and uses one way ANOVA and Pearson correlation as quantity analysis. The results of this study are as follows： 1. The presentations of female roles include new female images that can control ability, advocate creature, love aestheticism, be brutal and scrawny, control moving ability and be a superwoman. 2. Among the types of female roles, four ads are “Appearance Roles”. And number 01,03,04 of ad are “Intelligent Roles”.Number 01,02,03 of ad are “the Primary and the Secondary Roles”. 3. There are obvious differences between boys and girls in reading types. 4. Boys’ stereotypes are more serious than girls in reading female roles of ad. 5. There are obvious correlation in ad number 02,03 of reading types factors, and there are no obvious correlation in ad number 01,04. According to the conclusion and limitations of this study, the researcher makes some suggestions to this study and further studies.
There are four purposes of this study. First, analyze the presentations and types of female roles of advertisements on TV. Second, comprehense the reading types and differences in reading female roles of ad between boys and girls of junior high school. Third, inquire the viewpoints and differences in reading female roles of ad between boys and girls. Finally, inquire correlation between the messages that advertisements convey and critical viewpoints. The study objects are 8 classes of eight grades in X junior high school in Taipei city. The study tools are ad on TV, an interview outline and questionnaire. The study uses content analysis and interviews as quality analysis, and uses one way ANOVA and Pearson correlation as quantity analysis. The results of this study are as follows： 1. The presentations of female roles include new female images that can control ability, advocate creature, love aestheticism, be brutal and scrawny, control moving ability and be a superwoman. 2. Among the types of female roles, four ads are “Appearance Roles”. And number 01,03,04 of ad are “Intelligent Roles”.Number 01,02,03 of ad are “the Primary and the Secondary Roles”. 3. There are obvious differences between boys and girls in reading types. 4. Boys’ stereotypes are more serious than girls in reading female roles of ad. 5. There are obvious correlation in ad number 02,03 of reading types factors, and there are no obvious correlation in ad number 01,04. According to the conclusion and limitations of this study, the researcher makes some suggestions to this study and further studies.
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Keywords
解讀型態, 女性角色觀點, 女性影像